Cannes Lions

EGGS

MEDIACOM, New York / AMERICAN EGG BOARD / 2004

Presentation Image

Overview

Entries

Credits

Overview

Execution

Magazines have a long history of providing information about food with authority. The full-page advertisement encourages consumers to tear it out, use and save. Television spots, which feature visually delectable dishes including Ham and Asparagus Strada and Poached Eggs with Chunky Cajun Sauce, entice women to try something new for dinner. Radio spots heralded 'Think Fast–Think Eggs' as a call to action, a message both credible and actionable. Pre-dinner television was also effective as eggs have nearly 100% household penetration (no need to go to the store).

Outcome

Econometric measures from Cornell (AEB commissions study) indicate steady gains each year for the past five years with a total increase of +40% in egg consumption.

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